How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Keely Jeppson
Fetch
- Part 1The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
- Part 2Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
- Part 3 How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Show Notes
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02:32How Fetch announced their rebrand to customers and prospectsFetch announced their rebrand by partnering with Daniel Franzese, who played Damian in Mean Girls, and playing on the iconic quote "Fetch happened". The announcement was celebratory, fun, and helped bring the story of their rebrand to life.
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03:48The impact of Daniel Franzeses involvement with Fetchs rebrandingDaniel Franzese's involvement enabled Fetch to incorporate a range of Mean Girls easter eggs throughout the campaign which had a positive impact on the customers and fans of the film. As a result, the announcement was well received by users.
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04:34Fetch's syndication strategy for its rebranding announcementIn addition to a YouTube video, Fetchs rebranding campaign involved limited edition merchandise and offers tied to elements from the Mean Girls movie. These elements added value for users by delivering tangible benefits while celebrating their role in Fetchs growth.
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06:26Why Fetch chose the Mean Girls movie to align with its rebranding effortsDespite concerns about limiting the appeal to a specific audience, Fetch felt confident that the phrase "Fetch Happened" could stand on its own and appeal to a larger audience. However, for a Mean Girls fan, the reference would hit differently and be a fun spot.
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08:09Making “Fetch Happened” an ongoing marketing channel“Fetch Happened” was envisioned as a moment in time activation to announce Fetchs name change to the world. However, Fetchs focus is currently on continuing to position itself as the world's greatest engagement platform.
Quotes
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"We had to go through 1000s of existing email push and in-app messaging, and make sure that it all reflected this new identity that we had." -Keely Jeppson, VP of Engagement, Fetch
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"Fetch Happened is succinct, it's triumphant. It immediately felt right. So we partnered with Daniel Franzese who nods to that role playing Damien, and he helped us bring this story to life." -Keely Jeppson, VP of Engagement, Fetch
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"I think what we did with Mean Girls was fun, but it truly was a moment in time activation to tell the world our name change. But now we are moving on to bigger and better things." -Keely Jeppson, VP of Engagement, Fetch
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"We intentionally thought about this campaign as a moment in time activation. But now we're focusing on how we continue to position ourselves as the world's greatest engagement platform." -Keely Jeppson, VP of Engagement, Fetch
- Part 1The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
- Part 2Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
- Part 3 How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Keely Jeppson
Fetch
Up Next:
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Part 1The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. Rebranding a well-established brand with a large following can be risky, as it can alienate loyal customers. However, Fetch managed to rebrand in a way that resonated with customers and drove tremendous growth for the company. Today, Keely discusses the strategy behind Fetch’s rebrand.
Play Podcast -
Part 2Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. The rebranding process is more than just changing a logo; it involves a change in how a company presents itself. Likewise, rebranding a company can have a significant impact on its relationship with consumers. Today, Keely discusses the implementation of Fetch’s B2C brand.
Play Podcast -
Part 3How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. Despite initial concerns about the cultural relevance of Mean Girls, Fetch went ahead with their decision to reference the movie in their rebranding campaign. The result was a successful and memorable campaign that resonated with their loyal users and generated new interest in their app. Today, Keely discusses how the star of Mean Girls helped Fetch rebrand.
